This article evaluates how sector specific regulation and competition law, in particular merger control, have influenced the evolution of digital broadcasting markets in Europe. Recent developments in the Spanish market are examined, as they illustrate well what are the principal challenges faced by public authorities when intervening in rapidly changing markets. The crucial and often controversial issue of market definition is discussed in greater detail. Finally, a general reflection on how competition law fails to address non-economic considerations that specifically apply to the media, such as the protection of pluralism, is presented.